Goodman Fielder
As at 16 Oct 2026, AccountMoves records 2 current agencies for Goodman Fielder: Initiative (media, since 13 Jan 2020), Curious Nation (unspecified, since 17 Feb 2026). Agency changes reported since 2016: 0. Last reported move: 17 Feb 2026. Based on reported moves only, with sources.
Marketing lead: Christine Fang (Chief Marketing Officer, since 24 July 2024) · Total appointments: 3
Roster: Initiative (media), Curious Nation (unspecified) Small roster
Last review on record: 17 Feb 2026 · Marketing lead since: 24 July 2024 (source)
Agency timeline Which agency has held each account, by discipline
creative, credited 28 Nov 2017 · 1 campaign
Latest: campaign via LBBRichards Rose Richards RoseSeen in credits only
creative, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign BriefThe Works The WorksSeen in credits only
creative, credited 21 Dec 2020 to 21 Sept 2021 · 2 campaigns
Latest: What via Campaign BriefDDB Group Aotearoa DDB Group AotearoaSeen in credits only
creative, credited 18 Apr 2024 to 30 Oct 2025 · 2 campaigns
Latest: a little bit naughty via Campaign BriefConnecting Plots Connecting PlotsSeen in credits only
creative, credited 24 July 2024 to 20 Feb 2025 · 7 campaigns
Latest: to die for via Campaign BriefMcCann New Zealand McCann New ZealandSeen in credits only
creative, credited 19 May 2026 · 1 campaign
Latest: Craving Real? via Campaign Brief
media, credited 28 Nov 2017 · 1 campaign
Latest: campaign via LBBSlingshot SlingshotSeen in credits only
media, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign BriefInitiative InitiativeConfirmed appointment
media, 13 Jan 2020 to now · 6 yr 9 mth
Sources: Campaign BriefTogether NZ Together NZSeen in credits only
media, credited 19 May 2026 · 1 campaign
Latest: Craving Real? via Campaign Brief
social, credited 21 Sept 2021 · 1 campaign
Latest: campaign via Campaign Brief
PR, credited 21 Sept 2021 · 1 campaign
Latest: campaign via Campaign Brief
design, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign Brief
unspecified, 17 Feb 2026 to now · 8 mth
Sources: Campaign Brief
Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.
Agency roster by discipline Tenure in years
| Discipline | Agency | From | To | Tenure | Retained |
|---|---|---|---|---|---|
| media | InitiativeCurrent | 13 Jan 2020 | Now | 6.8 | 1 |
| unspecified | Curious NationCurrent | 17 Feb 2026 | Now | 0.7 | 0 |
Agency changes on record Since 2016 · based on reported moves only
No agency changes with a named incumbent have been reported for Goodman Fielder since 2016. That means none were reported, not necessarily that none happened.
Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.
Seen in credits Agencies credited on Goodman Fielder campaigns. Evidence of work, not a confirmed appointment or a win
| Agency or company | Credited for | First seen | Last seen | Campaigns | Latest source |
|---|---|---|---|---|---|
| McCann New Zealand Seen in credits | creative | 19 May 2026 | 19 May 2026 | 1 | Craving Real? via Campaign Brief |
| Together NZ Seen in credits | media | 19 May 2026 | 19 May 2026 | 1 | Craving Real? via Campaign Brief |
| DDB Group Aotearoa Seen in credits | creative | 18 Apr 2024 | 30 Oct 2025 | 2 | a little bit naughty via Campaign Brief |
| The Sweetshop Seen in credits | production | 30 Oct 2025 | 30 Oct 2025 | 1 | campaign via Campaign Brief |
| Connecting Plots Seen in credits | creative | 24 July 2024 | 20 Feb 2025 | 7 | to die for via Campaign Brief |
| Initiative Seen in credits | media | 21 Sept 2021 | 28 Oct 2024 | 4 | campaign via Campaign Brief |
| Louis & Co Seen in credits | production | 24 July 2024 | 24 July 2024 | 2 | to die for via Campaign Brief |
| Fish & Clips Seen in credits | production | 18 Apr 2024 | 18 Apr 2024 | 1 | a little bit naughty via Campaign Brief |
| The Works Seen in credits | creative | 21 Dec 2020 | 21 Sept 2021 | 2 | What via Campaign Brief |
| Magnum & Co Seen in credits | PR | 21 Sept 2021 | 21 Sept 2021 | 1 | campaign via Campaign Brief |
| Daresay Seen in credits | social | 21 Sept 2021 | 21 Sept 2021 | 1 | campaign via Campaign Brief |
| Daresay Seen in credits | production | 21 Dec 2020 | 21 Dec 2020 | 1 | What via Campaign Brief |
| Richards Rose Seen in credits | creative | 1 Oct 2019 | 1 Oct 2019 | 1 | thank you via Campaign Brief |
| McFly Seen in credits | production | 1 Oct 2019 | 1 Oct 2019 | 1 | thank you via Campaign Brief |
| Rumble Seen in credits | audio | 1 Oct 2019 | 1 Oct 2019 | 1 | thank you via Campaign Brief |
| Slingshot Seen in credits | media | 1 Oct 2019 | 1 Oct 2019 | 1 | thank you via Campaign Brief |
| Barker Brand Partnerships Seen in credits | design | 1 Oct 2019 | 1 Oct 2019 | 1 | thank you via Campaign Brief |
| VML Auckland Seen in credits | creative | 28 Nov 2017 | 28 Nov 2017 | 1 | campaign via LBB |
| MBM Seen in credits | media | 28 Nov 2017 | 28 Nov 2017 | 1 | campaign via LBB |
| Eight Seen in credits | production | 28 Nov 2017 | 28 Nov 2017 | 1 | campaign via LBB |
Also credited People named once in Goodman Fielder campaign credits
Max Barden (Director, The Sweetshop, Campaign Brief) · Ben Dailey (Managing Director/EP, The Sweetshop, Campaign Brief) · Jimena Murray (Executive Producer, The Sweetshop, Campaign Brief) · Gin Loane (DOP, The Sweetshop, Campaign Brief) · Guy Treadgold (Production Designer, The Sweetshop, Campaign Brief) · Tim Mauger (Editor, The Sweetshop, Campaign Brief) · Matic Prusnik (Colourist, The Sweetshop, Campaign Brief) · Peter Van Der Fluit (Composer, Liquid Studios, Campaign Brief) · Troy Goodall (Stills Photography, Liquid Studios, Campaign Brief) · Tim Smith (Marketing Manager, Goodman Fielder, Campaign Brief) · Stephanie Limcauco (Senior Brand Manager, Goodman Fielder, Campaign Brief) · Amay Jain (Digital Brand Manager, Goodman Fielder, Campaign Brief) · Nicole Moore (Activations Manager, Goodman Fielder, Campaign Brief) · David Janson (Chief Creative Officer, Connecting Plots, Campaign Brief) · Emma McJury (Client Service Director, Campaign Brief) · Roshani Mehta (Account Director, Campaign Brief) · Sarah Miller (Creative Operations Director, Campaign Brief) · Blair Palmer (Design Director, Campaign Brief) · Gerry Buzzo (Integrated Designer, Campaign Brief) · Jonti Groth (Senior Art Director, Campaign Brief) · Laura Hamblin (Senior Account Manager, Campaign Brief) · Katie Harper (Senior Integrated Producer, Campaign Brief) · Jonny Higgins (Composer, Fish & Clips, Campaign Brief) · Dave Gibson (Colourist, Fish & Clips, Campaign Brief) · Rose Milan (Head of Portfolio, Goodman Fielder, Mediaweek) · Claire Egan (Portfolio Manager, Goodman Fielder, Mediaweek) · Charlotte Booth (Brand Activation Manager, Goodman Fielder, Mediaweek) · Samuel Hoinville (Digital Brand Manager, Goodman Fielder, Mediaweek) · Dave Jansen (Chief Creative Officer, Connecting Plots, Mediaweek) · Alana Spinelli (Account Director, Mediaweek) · Jessica Brackstone (Strategist, Mediaweek) · Rachel Smith Heffernan (Senior Integrated Producer, Mediaweek) · Matt Baker (Photographer, Louis & Co, Mediaweek) · Luke Della Santa (Producer, Louis & Co, Mediaweek) · Louis Molines (Executive Producer, Louis & Co, Mediaweek) · Ryan Guthrie (Marketing Manager - Premium, Goodman Fielder, Mediaweek) · Matt McInnes (Marketing Consultant, Goodman Fielder, Campaign Brief) · Simon Edwards (Creative Director, Richards Rose, Campaign Brief) · Sean Cleary (Senior Art Director, Richards Rose, Campaign Brief) · Tanya Hairman (Head of Broadcast and Content, Richards Rose, Campaign Brief) · Jody Elston (Head of Strategy, Richards Rose, Campaign Brief) · Jonathan Nyquist (Director, McFly, Campaign Brief) · Nathan Bilton (Creative directors, Campaign Brief) · Guy Patrick (Creative directors, Campaign Brief) · Millie-Mae Twort (Creative project manager, Campaign Brief) · Tom Harrison (Producer, Campaign Brief) · Mark McKissock (Social director, Campaign Brief) · Sam Hazeldine (Social media manager, Campaign Brief) · Shelby Lane-Brown (Designer, Campaign Brief) · Paul Fitzgerald (Designer, Campaign Brief) · Christine Fang (Chief Marketing Officer, Goodman Fielder, Campaign Brief) · Phil Barnes (Senior Copywriter, Campaign Brief) · Toby Morris (Director, Infinity Squared, Campaign Brief) · Erin McBean (Executive Producer, Infinity Squared, Campaign Brief) · Nick Mutton (Producer, Infinity Squared, Campaign Brief) · Stevie Ray (Casting Director, Infinity Squared, Campaign Brief) · McGregor Casting (Casting Director, Infinity Squared, Campaign Brief) · Elle Galipienzo (Director, Client Advice and Management, Initiative, Campaign Brief) · Julian Monty (Partnerships Director, Initiative, Campaign Brief) · Leah Franco (Strategy Manager, Initiative, Campaign Brief) · Sophie Hobson (Investment Manager, Initiative, Campaign Brief)
Full history Every pitch, review, win and retention
| Announced | Decided | Type | Discipline | Incumbent | Winner | Also pitched | Est. $m | Status | Source |
|---|---|---|---|---|---|---|---|---|---|
| 17 Feb 2026 | 17 Feb 2026 | appointment | Curious Nation | reported | via Campaign Brief | ||||
| 13 Jan 2025 | 13 Jan 2025 | retention | media | Initiative | Initiative | confirmed | via Campaign Brief | ||
| 13 Jan 2020 | 13 Jan 2020 | appointment | media | Initiative | confirmed | via Campaign Brief |
Marketing leaders
| Person | Title | From | To |
|---|---|---|---|
| Christine Fung | CMO & Grocery Business Unit Director | 1 Oct 2019 | 9 Sept 2025 |
| Matt McInnes | Marketing Consultant | 1 Oct 2019 | 1 Oct 2019 |
| Charlotte Booth | Brand Activation Manager | 24 July 2024 | Now |
| Samuel Hoinville | Digital Brand Manager | 24 July 2024 | Now |
| Christine Fang | Chief Marketing Officer | 24 July 2024 | Now |
| Amay Jain | Digital Brand Manager | 12 Sept 2024 | Now |
| Ryan Guthrie | Marketing Manager - Premium | 16 Sept 2024 | Now |
| Tim Smith | Marketing Manager | 28 Oct 2024 | 5 Aug 2026 |
| Stephanie Limcauco | Senior Brand Manager | 28 Oct 2024 | Now |
